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Happy day after the 4th of July. I am a little late in my day with the post because everyone who was off decided to write in with questions and it’s been a get caught up from all the people that also celebrated kinda day.
I received a question on Saturday as I was on my way to the beach that jumped out of my mailbox flashing the words blog post on it. The question went something like this. If you’re the SEO lady, what do you care what I do with my social media?
I think over the last 20 years, we have strayed away from a tenant of marketing 101. The website drifted out into its own space and got treated as a redheaded step child. That is no longer acceptable. And in 2016, all marketing efforts need to be well- coordinated and integrated. Google has demanded this to have ANY success ranking in their search engine. Let me say that again. Google basically requires an integrated marketing plan.
Every one of these items i vitally important for a site to rank well.
So why does the SEO lady care if the website closes deals; if the message is right; if the blog is pushed out through social channels; if the content is compelling and natural; if people click on your page? Because if these things are not done right and sending the right signals you do not have a ranking website. I have used this graphic for years to explain everything is necessary for good Search Engine Rankings Additionally, PPC is also dependent on appearance and conversion as well. Plus, having a good SEO presence helps shoppers at the top of the sales funnel to buy and use the PPC link for the brand they know and trust. Even traditional marketing in the form of TV, Print and Display ads support the overall health of the website and affect how well your website ranks. If all these things are not right the website will not rank.
Now let me say upfront, I suppose in lieu of doing things right you can employ black hat techniques and be forever chasing an algorithm or being one crazy zoo update away from being out of business. And I know people who do this and SEO companies that act in this way as well. More times than not, I’m asked to go in and clean up their craziness.
Why SEO and Social Media are conjoined and inseparable?
The word Conjoined is not often used in marketing. It’s a great word to use here because it really paints the right picture. We’ve all seen conjoined twins and in many cases when separated one of the twins flourishes and the other twin lags behind or worse. And so it goes with SEO and Social Media since the beginning of 2016.
Officially Google says that it is not dependent on the social networks for high ranking websites. But they don’t really put out statements on why things do or don’t rank, so take that with a grain of salt. But let’s look at this first Google is dependent on great content. And what happens when you have good content, people link to the great content. And how would people find the great content? If only there was a way to push that content out into the world.
Now theoretically people will make links to great articles they find. And those links are a vote. So when you think about the social networks, why wouldn’t you want those folks to count. It’s an army of people validating a website. So every great piece of content that goes up has the potential to send links and/or signals back to the website. So the social networks basically are sending endorsements or votes to your websites. If you don’t hook up and do this properly, the site is missing these signals and is not really an option any longer.
Next is tackling the need to build a large audience and become a social media influencer. Influencers definitely carry more weight. Influencers bring more traffic. More traffic is a signal to Google. And how does one become an influencer? Well, by writing great content of course.
Now one thing it takes to be an influencer is followers and what most will tell people in the know, say you should post at least 10 times a day. Now that for the normal small business is just not possible nor is there that much to say for most of them. Additionally the mistake I think most people make is they post other people’s stuff. So this morning I was watching a video by Eric Enge. And theoretically I could of/should have shared that on twitter with my comment. But who gets that credit. Eric Enge, not me or ACTWD. So as I say 10 things a day, it really doesn’t help the small business owner to post 10 links to 10 other websites.
But here’s what else you don’t want to do. Post silly stuff, just to post. I saw one guy years ago that would put up a spammy article on gondola shelves and then just go spam his social networks with them. So he and 3 of his friends would like the post and he would do this every day 30 times a day. This doesn’t help anything either.
You need to post a well written useful graphic or article, video, slide presentation and share that with great hashtags and make people want to like you or make sure they hear what you say on a daily basis. And once you get enough posts, start repurposing and reposting. You then begin to influence how things happen, how people perceive an industry or in my case I’m always teaching how not to be taken advantage of or how to run a website, from the front end Marketing side to the under the hood web hosting side.
Why Don’t Other People Have To Do This?
I hear this a lot from customers, and then they point to someone that is much larger than they are. And 9 times out of 10, it’s not right or not effective. I had a friend recently show me something on Exxon’s site. And asked me about how they could do what ever it was. Exxon for starters has 3.7 million links point to them from over 16,000 unique websites. This makes them have a lot of lead way. I have a custom tour operator that wanted to know why he couldn’t make his site like The Knot. The knot has 13.7 million link point to it and 53,000 unique domains. So they have a completely different set of rules than a local tour operator in Houston Texas. I did promise his wife though when we got as big as The Knot I would be happy to do what they wanted. Bottom line is the smaller you are the more things you have to do right within Google’s mind to overcome these large sites.
And even for me, I’m not a huge fish compared to a GoDaddy or Network Solutions. I have to work to get every link I can. Sure some of my customer link to us to say we run their sites, and that’s helpful. But when they are little guys with no power I often think their well meaning may hurt us. But I have a long way to get 38 million sites linking to me with 800,000.
So what does this all get me?
So remember I said that Google says that social is not a ranking variable. Let me tell you an antidotal story. Three months ago I went to PubCon in Austin and I love Pubcon, because I often walk away saying yes I knew all this but it adds a perspective. Also often there are nuggets buried in the talks that a sharp minded pro will identify and run with it.
When I came back home to Houston, I decided I was going to put full efforts into getting this blog running right and see what impact it had on the ranking of this website. Mind you this is a really old domain that I’ve taken care of it though the years. In fact I let it sit for about 10 years with just one-page links for our customers. So there was pretty well no traffic.
Since I’ve put this blog on the site and am writing it myself with my personality, quirky as it may be, we are now on the first page for some very coveted terms locally as well as some other terms nationally. The content on this blog and the social twitter interactions are driving this site. No doubt in my mind. I’ve gained only 4 links and none of them have been great ones. But I’ve gained followers, and people are interacting and voting on my posts and with all that going on my SERPs just keep rising.
So as with conjoined twins, website owners need to understand that separating SEO and Social will damage one side of the equation. And honestly, I think that if you were to separate Social and SEO, Social can be well developed and do well. SEO the job is far harder because you’re missing a huge component. Sites end up missing the link building that is needed and you begin missing the signals that allows google to know what your site is about. If you’re Exxon it doesn’t matter but if you’re a Business trying to go national, it’s simply something you should not be missing if you intend to do with driving traffic to your website.
The concept seems so simple, doesn’t it? Backup your website. In addition to web hosting, we also register domains and have been with Tucows for nearly 16 years. About two years ago they asked us if we would be willing to handle all the people that have bad web hosting companies and domain resellers that don’t handle their responsibilities to customer properly. So we agreed.
Since then we have seen and heard some of the craziest domain and hosting screw ups. This morning a gentleman called Bernie called, and Bernie lost his domain because of one of these bad domain resellers and that’s how he ended up on our phone. Very long story short, he spent hours building a website for his church only to have that website just vanish. So I thanked him for today’s blog post idea. Why and how anyone should back up a website.
So first let’s establish why backup your website. It seems so basic I shouldn’t need to say it. However, there are a few circumstances that should be considered. First off as I am saying have a backup, I mean outside the web host or your office building. Having a backup on the servers hard drive does not count. Having one in Dropbox/One-Drive
So here are a few reasons why you need a good backup:
#1. Most web hosts do not back your website up, especially low-cost solutions
#2. Your web hosting company goes dark
#3. If your web host has a copy, their version may be corrupt, or doesn’t include recent updates.
#4. You need a copy if you ever want to move elsewhere
#5. Acts of God, think tornado or Explosion. You need an off-site backup
The first three items are the issues we normally see. Something bad happens and bam the website is gone. It is one of the reasons that I don’t like the wix/weebly/web people either. You cannot back those sites up to move your site elsewhere. It puts anyone at the mercy of their web host.
On alternative that I talk a lot about Wordpress and WordPress hosting. And that too has its own set of issues, but I think this makes a far easier set of circumstances. The first thing to understand is the difference between hosting a WordPress site (.org) vs. Free WordPress (the .com site). If you build on .com, you are using a free version that does not allow some of the most popular
If you build on .com, you are using a free version that does not allow some of the most popular plugins, but it’s a great learning tool. The only issue is when your ready to graduate the site can be moved via importing and exporting posts. The .org version allows you to have cool tools like the Updraft Plus backup solution. That migrates your site. Migration moves the site in tact, where as the import/export function will only keep your content.
Updraft is really a great tool. It allows you to backup your site prior to making changes. It also allows you to easily restore a site if you make a huge mistake. I found this out the hard way when I tried to change the theme on this site and blew up my navigation. Had I taken my own advice I could have easily reverted the site. Instead, I had to get my system admin involved to help me recreate the parts of the site that got decimated.
If you aren’t running a WordPress site you need to investigate what backup methods are available. I am a big proponent of using Dropbox as an offsite backup solution for both Computer and a website. It can be as easy as downloading your files to a folder that will sync with Dropbox.
And if your a mid-size or large corporation, you should have a disaster recovery plan. Again Explosion or Earthquake. Flood or Failure of hardware. As I type this you would again be surprised at large corporation that does not have proper backup systems in place. One system we are high on is Datto. It allows quick server restores in the event of failure. But there is a cost and many businesses shy away from it.
As I am sitting in my office, I hear my staff on the phone with yet another person without a backup asking if we can help them move their site. We have no problem doing things like this, but the reality is if people would simply have a backup, their lives woudl be much easier.
So this week it seemed was Google Speed week. So as both
the web hosting company and the SEO company, we get a lot of how do I fix questions. Inevitably, it’s not usually a web hosting problem as first presented to us. (‘Google says my site is slow. Fix my hosting”) Most times it’s a design question When these calls come, the first thing we do is look at the Google Page Speed Test, which can be sparse on solutions. Also, Pingdom, gives oodles of information and usually is more helpful in addressing issues and the one I like the best, however, is Webpagetest.org. 
The waterfall gives you a clear picture of any issues you may have and a graphical way to understand the slowdowns. Now on ACTWD, I know those slider headers have to be minimized and because I have a whole redesign sitting on desk I’m not bothering with addressing it until it rolls out but at minimum I understand the cause of some of my failures and they are acceptable at the moment because the site is still scoring @ 89 despite them.
Now without a doubt, the one thing that is required to pull a passing score with Google if you are using WordPress is a caching engine. What we use here is W3 Total Cache as well as Auto Optimize. When configured properly this clears up a majority of what Google complains about with predominately WordPress sites. Now I say WordPress, not because I’m singling it out but yesterday I ran a bunch of tests across our entire network. I was looking for any ‘hosting-caused’ failures.
Additionally, I have added an extra layer to our network intentionally that most normal folks don’t have which is intrusion prevention. This literally inspects every packet and confirms if its is known hack and stops it. So I needed to make sure that this procedure was not causing issues. So I randomly pulled sites from each of our servers and here were some of the observations.
Customers with very old websites, most built in MS FrontPage 100% passed the speed test.
Customers running custom CMS systems (and we have quite a few), 100% passed the speed test
Customers running OSCommerce 100% passed the speed test.
Customers running Magento 100% failed the Server response times.
And most importantly every WordPress site not running Cache failed 100% of the time.
So what we learned from our test is that the added layer of security had no negative impact on sites ability to load quickly. But more importantly, the DIY website builder or a customer with a less experienced web designer, need to understand that they must use a caching plugin or suffer a diminished speed.
Additionally one of the reasons we use the W3 Total Cache, because it addresses issues that google keep displaying about scripts and image compression. The plugin helps minify HTML and CSS. This is two sticking points with Google. Minification is a process that removes unnecessary or duplicate code. This is stuff normal people don’t know how to do.
Leveraging browser cache may be a little harder to control for the average user. When we see this, it usually is coming from third parties, Facebook, Google to name a few. You may choose to run those scripts locally to be able to control them better, however you will need to monitor this. You will to be notified about structural changes and things make break so it will require some level of diligence.
And then we saw this one yesterday. We disabled Google-fonts because we were taking a hit for using them. Now if you stop and consider why the answers goes all the way back to when I rookie back in ’97. The first thing we were all confronted with was not to use non standard fonts. If you did, the website reverted to time’s new roman, which is really ugly. So while we were cleaning up the speed on a site we had recently stood up their brand manager called saying that the fonts weren’t right. “Their Font” was having to be rendered and impacting the loading speed of the site. So although this sounds so 1997, it still is advisable to use standard web safe fonts and not pick fonts that require rendering.
As I thought about the font situation, it struck me that as far as we have advanced in web development, personal devices, pads/tablets. These speed concerns, which are valid only arose because people got sloppy with their websites. The younger groups don’t remember the days when a 1 meg took minutes not second. And as we try to be cooler with our design, some are forgetting the basic principles of running lean and quick. WordPress makes it easy for the average user to integrate items that in the past would of been costly but unless you utilize caching and minification techniques. You are going to have a slow bloated website that is not streamlined, making it slow and awkward for the end user.
From the Web Hosting side. I don’t want to minimize something, you web host can ultimately slow your website down. Servers that are overloaded, hacked or just not optimized right will cost you points on your speed. So picking a dependable web hosting company is extremely important. I”m fortunate here, I could take web hosting bottleneck, poor configuration and hacks off the table because we had already addressed the server part of this and continue to do so with every server we stand up.
I have been teaching Houston SEO for over a decade and I always said I would not do one particular thing. Well today I relented and I officially think this might be okay. So what did I do? I streamed my class live via Periscope.
I did it for a few reasons. But first let me tell you why I have been unwilling to stream previously. Students actually make the class. Each class is easily tailor my discussion to each of my participant. If I remove them from the class or try to interact with them via a scroll, I think the class will not flow as well. The content may not be as useable and the lessons not as valuable. We after all learn from each other. As sure as I’m sitting here people will start telling me hey can’t you just stream this so I attend at my own pace.
Besides all of that, people are funny. Those of you that have actually attended a class, know that almost every class a protagonist arises. Whether its Rich and his gym shorts and masking tape or Greg who argues just to argue, we have a diverse group of personalities that make things very lively and entertaining. I hate to do anything that may dampen that.
So why change now. Honestly today’s subject matter, I keep having to explain todays’ topic to clients. I figure this way i can park them in front of a video and them get the basics and then come back to me with questions. But I sat back and watched this, it opens up a host of possibilities for us.
So why did I choose Periscope instead of FaceBook Live. When I first told the Minions, Stuart Minion thought I was a little crazy. But after today, she said I did great and she loved the idea. I think she wants to be the moderator from here on out. Initially I was leaning towards Facebook but here is why I chose Periscope.
Periscope let me keep my video on my camera roll. For business that is super important. What that means is that I now can control that content after the fact and use those videos in 2-3 minute segments. From a purely business standpoint this makes sense and it is something that Facebook does not offer me. I want a copy of my own video that we can make work else where. I am a big believer in repurposing content in a way that best benefits us and this one sure does that. Also I didn’t want to have to pay Facebook for the honor of listing my stuff first. Very annoying.
So Periscope it is folks.
Trying to retrain customers might be as hard as training Harley, my 9-year-old Dachshund. There are a lot of similarities too. Neither understands that I tell them no not because I’m a big meanie, but because what they are wanting to do will hurt them. Sometimes they do things and try to sneak it by me because what I don’t know won’t hurt me. In Harley’s case, he likes to steal the food off my plate. In the case of the customer, sometimes they have their developer add features; rewrite their home page, or tell me ‘What do I care what their website looks like?’
And if you know anything about Dachshunds, they are fiercely independent and always do things their way. They rely on their gut. And this is the same with the Entrepreneur or small business owner. They most times want to do it their way. I’m the same way, and it may be why Harley and I get along so well.
I keep finding myself having this conversation. “You just do your SEO” and we’ll worry about (fill in the blank). Unfortunately, SEO no longer functions that way, and now Google has accountability built into it called engagement. So now SEO is about everything. And really, is it about search engine optimization, or is it really VEO (visitor experience optimization)?
All too often SEO is considered a piece of the puzzle. It is understandable after all because historically it was its own animal. If you did certain things correctly you ranked. And if you didn’t you didn’t rank. Pretty cut and dry. But as search has become more personal, the results need to better address each individual user. What does that means to the marketing company? The click needs to be induced, and then when you get the click, the entire page needs to address the needs of the visitor or they bounce away, and that bounce is logged.
Good search engine rankings are now dependent on good user experience. What that means is content needs to be outstanding. It has to be authentic and the page the person lands on from the search engine needs to address their needs. I am of the opinion the SEO company should borrow the SEM landing page concept that each page is optimized not only to rank in Google, but to convert to a sale. Intrinsically, this will benefit both the search and the visitor.
#1: Know Your Client
This requires us, as well as the site owner, to adequately identify their visitor. I’ve said before that I know my hosting clients and what they need for us to do, and my blog and my site has been geared specifically for them. As business owners, it’s hard sometimes to view ourselves how we are instead of how we want to be, but that now can have a very negative impact on the visitor experience. Understanding who your users are is important. If you don’t understand who that user is and you land them on a page that is inappropriate, you will end up with a bounce and be penalized.
Personally, this is the hardest part to get across to customers. Whether it is vacations, jewelry or Christmas decorations, it’s imperative your site design and call-to-action be clear for your specific audience, and that sometimes requires you to step out of your own self to evaluate that. It’s in part why we have minions here.
#2 Understand How You Compete With Your Competition
Understanding your competition is also important because if you sell customized vacations or customized jewelry, that is a different market share than a person who wants to take a trip and buy it on Expedia. If you want to sell custom jewelry, then you need to carve that niche out that is both personal and intimate. That means the site needs to address those challenges. If you look like Expedia, your clientele will measure you against Expedia.
#3 Misrepresentation
Good SEO is now dependent on Good User Engagement Reviews and Feedback. Because of the advent of Social Media, it is necessary to properly represent what and who you are. Marketing messages, Web design and content all need to support what or who you are properly. Not addressing your business challenges in your design or content can quickly cause a high bounce rate or bad feedback across the Internet.
#4 Get the Link
As we all know SEO is dependent on the link. As I was reading this morning, Matt Cutts floated by in my twitter feed that said something to this effect. Don’t build a link that looks like you did it naturally. Naturally build a link. Now this can be confusing, but since I’ve been writing all my Blogs myself and actually made them meaningful, I’m picking up links 3-4 a week on average now. What this really means is to do this legitimately you have to put out good, useful information. And you have to work towards getting a following.
I think the real issue with SEO is that for far too long it was compartmentalized. And now everyone is having an issue adjusting that everything from messaging to graphics to color to buttons affect how your website sells. And until the day your website is not the #1 salesperson on your team, you can’t just put SEO in a box and isolate it, which makes SEO everything, not just a thing.
I got this question from one of my students. It was a question where I could just reply “Yes,” or I could seize an opportunity. At its core it’s a web design question, but also has pretty deep implications for SEO if done properly.
So here is the challenge. He has a long bulleted list that has some definitions on it. And if you put that page into mobile, it would be too much time is his fear. Now his question went on to ask if he should make a page for all the bullet points, and the answer, of course, would be yes. But to me it realistically wasn’t related to the bulleted list and mobile. You should always have a page that is like a table of contents type page or a bullet list that further develops those topics.
This goes back to how to structure a website really, and how to write a topics page. So here is an example of something I did. I wanted to let Google know that this customer was a moving company in Houston. Google was getting confused over this site because it also offers storage services, but not like a storage locker facility, and they also offer nationwide moving which keeps shifting the focus some, and it makes some issues because it’s diluting what Google feels the main purpose of the site is about. To start to sort this out, I went in and added a moving services page that looks like this:
Under each of these topics are a whole section, and then each of those become their own set of sub-topics that allow me to send the right information to Google to help it be less confused on what this company does. What this does is set a course for Google to follow with the proper reinforcement.
As search gets smarter it becomes more necessary to make sure you have topics that clearly set up a structure for the website. This is something many designers do not account for. So for George, the right answer is please shorten the definitions on the page next to the bullet points and then build a real substantive page of content that corresponds each of your bullet points, and make sure you link them to appropriate well-written pages that support the bullet point.
Beyond the obvious, the other thing this does is create a strong interlink set of pages that will allow Google to understand what the nature of your page is, and why it is important. We discussed why site structure is important in a previous blog, and this is a great example that supports this answer.
I got an interesting email this week while trying to solve the great logo debate that went on within our company. The question was why do we care what the Millenials think all of a sudden? As a digital marketer, I should not need to explain what a Millenial is. Or, more than likely you are one.
For us non-Millenials, we don’t understand wearing Pajamas in public. We remember when AOL was $600 a month, when phone calls weren’t free, and when area codes actually told you where the person lived. But for us, the next big thing was always a few years away. For the Millenial, their world changes quickly, and they are always chasing shiny objects down the street. For us old established brands, we have to be that shiny object if we would like to capture a share of the $600B and growing Millenial market share.
Authenticity goes a long way.
In short the Millenials process the world differently. And what that means is that we must approach our business differently if we would like to experience continuing growth. Customer service has changed, and how we sell also has changed. Things are far more personal, and people are far more sensitive, and you have to account for that in the design of your website, your pricing, your content and your approach.
Blogs are far more important than they used to be because the assumption is that your blog is honest, and that means something to a Millenial. They may not agree with your opinion, but they have a different level of interaction if they believe something is genuine. After all, these folks have been marketed to since they were in the womb (think Baby Einstien).
Hold the Cheese
In my office, we have a gaggle of Millenials. They are affectionately known as minions because really they are very similar to Bob, Kevin and Stuart. We also have one that is a minion on loan named Evan. What i find is that they are very handy to help us walk through the digital space. They offer lists of things that they feel will improve customers sites. And they often save customers from their own Cheesy tendencies, and that’s what they lead with when they send these emails with giant lists. Overall I think they help the company and our customers put out a better product.
As business owners, we are faced with many challenges. And as I look back at nearly 20 years, I think one of the most challenging yet necessary things we’ve done is evolve. Nobody likes change, but the Millenials have forced us all to change and retool how we market, how we promote our business. They have forced us to embrace social media, even though most businesses do it wrong. (which is a pet peeve of mine).
And beyond all the external things, Millenials are now moving up and aging in the workplace, which means that you may have to meet with a Millenial, or make a bid to a Millenial. And the Millenial may be the marketing manager, the brand manager, or even the CIO. So you have to be prepared to work with them and understand them.
So as I thought about why I put so much weight on what my minions and Evan say, its becasue they are helping us develop our company identity to scale into the next several years. They are helping our customers have durable and successful sites, and between the managments seasoned experience and the Millenials’ fresh viewpoint, I think it is the recipe for the perfect company that can reach out across generaltions and continue to grow.
I always say my customers make the absolute best blog ideas and the best training experiences for the minions. Case in point, one of our very old customers called me today to tell me that their site isn’t ranking any longer and wanted to know why. Now they on and off had employed us to do SEO, at least two tours of duty on this site. I think the last time we touched the site was maybe in 2011. And we all know how much time had passed and how rapidly Google continues to evolve.
As I like to say, SEO is no longer a stand-alone event. And, I really don’t think you can do ‘just’ SEO any more. The proper term is Digital Marketing. I will keep saying it. But for someone calling on the phone to look at a site that hasn’t been properly maintained in about half a decade, how do you encapsulate that?
So I put together a list that may offer some solutions. Understand that this is written for a site that used to rank but doesn’t any longer, so it assumes there is proper title tags.
#1 Content
Well, of course, you had to know this was going to be my first item. But, it’s not sufficient to just say add content any more to a website. It has to actually be good content, written properly, and not just keyword focused. I know many of my old timers heard about keywords and adding keywords. And, why keywords are important, but I’ve had to adjust that over time. Just like the writing you see here. I dare to say none of it has been keyword oriented, but more thematic and helpful.
To my mind, this is how you pick up links properly. It also is a great way to build engagement and get people clicking on your site.
#2. Google Analytics
Yes, this may be a little of an odd thing to put on this list, but you would be surprised how long-time site owners still do not have Google Analytics on their website. The old log file readers like AWStat and Webalizer just don’t go far enough anymore to make a reasonable guess at what really is happening with your website.
If someone asked me now, I would not say I was overly concerned with the pure number of visits, and I’m more concerned with how those folks got there and what is the intent of the user. Am I meeting the needs of the user, and are they doing what I want them to do, like buying or contacting me? I can’t adjust pages people are landing on if I don’t understand. And if I don’t have my conversions set up, I’m not able to track the success or deficiencies of my website.
Overall I don’t see how it would be conceivably possible to run a website without Google Analytics at this point in time.
#3 House Keeping
I know, another very odd duck to see on a list, but if you don’t keep up with the security of your website, you may just find out that people are exploiting it. That can happen from various directions, but it’s incumbent on the customer, not the web host to patch WordPress installs. I can’t tell you how many times people call me to tell me their website isn’t working, and it’s because they have not patched a plugin or WordPress core.
Lots of bad things happen when you don’t keep your site up to date. And that just doesn’t go for WordPress. Magento has a bad record, and Joomla, we tell people yes we will host it, but you are on your own because of how insecure it is.
The problem with not monitoring or maintaining your website properly is that as things happen to it that you are unaware of, the site becomes damaged. Just like house neglect is never a good thing.
#4. Webmaster Tools aka Search Console
Why they changed the name has yet to be made apparent, but if you do not have a webmaster tools account set up, set it up. It tells you all sorts of neat stuff about your website, so when you’re wondering why it is not ranking, it will help you understand if the site is hacked, or if the site has bad quality because 404s are not handled right. Often it can help you find improper use of 301s and 302s. Frankly 302s are devastating and should NEVER be used, and someday I will address that too. It also will help you make a list of links and then allow you the opportunity disavow bad links (which is the next topic). Also, make sure you set up proper sitemaps in WMT.
#5 Links
Not keeping up with your once-ranking website also may be caused by bad links. We now live in a world where links can hurt you just as much as they can help you. Here we audit our sites constantly to unearth bad sites linking to us. It’s not easy, however, it needs to be at least checked. If you see a bunch of Chinese sites linking to you and you have no business in China, it’s a safe bet there is an issue with either bad link building, bad webmaster or neglect.
#6 Bad Webmasters
Yes, bad or incompetent webmasters can really screw up a site. As I was talking to the minions on this topic, Christina minion said to me this is why you tell us ‘know who you’re getting into bed with.’ Yes, that is the exact reason that you don’t just trust your website to anyone. Understanding how to run a website and understanding how to care for a ranking website is often an art form. Unless your webmaster has extensive tech skills and understands how to structure and work on a ranking site, they can do a lot of damage.
I admit this is one of those things that rub me the wrong way. If you don’t think our company is the right company for you, we are fine with that, but more times than not I have the new, less qualified and often cheaper webmaster standing on my doorstep asking me how to perform the job they were hired to do. If you find yourself in that position, it probably means you have the wrong person for the job.
Bad web designers are very hard to spot. But they are lethal to a website.
#7 Social Media
So this person that called me yesterday asking why her site wasn’t ranking anymore, and telling me how she hired a PR Firm to do her content also hasn’t posted one single item since 2014. For the seasoned Digital Marketing pro, you may have rolled your eyes. For the rest of you, social media is imperative, and far too often social is not done properly or overlooked.
I admit that I’m not a social person. I could sit in a house by myself for hours and read or play video games and not interact with another human and be perfectly happy. But when it comes to the health of my website, what I know is that I can no longer ignore social media, and I’ve been really pushing Twitter in my Houston SEO classes. Yes, I typed that right. In fact, I have a 2-hour seminar next week that explains how to do social properly. Gratuitously, you can see our class schedule here.
#8 Blogging
Yeah, so this has now changed. Blogging for SEO used to be way different, but now, to have a sustainable site, it is not possible to avoid this or not do it right any longer. One blog every 6 months really isn’t going to cut it, but neither are BS blogs that just reiterate a keyword, which is how we used to teach blogging.
Now blogging must be real. Blogging must be authentic, and it must be relevant. I used to prescribe to a short and punchy blog, but now, if you have something to say, say it. For example, this post is at 1336 words right this second. It is not set in stone, and there are some time considerations with this post, so it’s not an article. It’s also got my opinion throughout it.
When I teach I often say the blog is like the op-ed page of the newspaper or your website. It lets your readers see how you think and how knowledgeable you are. You know those bad web designers, they could never have a blog like this, one reason is because they don’t know enough.
#9 Old Brown Sweater
One last reason to have issues is not to have a modern web design. Old date websites telegraph bad things to your end users. This will lower your engagement and really stop people from doing business with you. Millenials are particularly suseptible to this.
So, 1518 word story short, if you are not actively working on your website daily, or at minimum weekly; if you are not doing the things outlined here in their totality and every facet then you are at a severe deficit, and if your site ranks it’s probably a fluke or a niche in the modern age.
I’m going to bury the lead in the story, so hang with me. Everywhere I go, the art of the Englis
h language seems to be slipping into the abyss. Autocorrect, Texting among others, all appear to be co-opting an art form. We even received an envelope back from the Chicago Post Office. From what we surmise the postal worker could not read cursive writing.
For years, my dad would say he wasn’t sure why he sent me to college because I use absolutely none of my journalism degree. I have to snicker every time he says it honestly. So, let me rewind a bit, back in college and some time after, working for a newspaper changes how you approach writing and grammar in general. So, when I got an email this week that wanted 56 comma corrections and had a “WHAT?” moment, I had to stop and think.
Google hates typos and bad grammar. As article writers, we know we have to proofread. Admittedly I often publish this blog and THEN tell our copy editor. Shame on me. But when I setup our editorial department, I set it up mirroring how college and North Jersey newspapers were set up in the 80s. We have deadlines, story ideas, and a Managing/Copy Editor. And, we have journalists who do the writing. It’s almost a bonafide newsroom. This is how our content department is set up to avoid Google’s wrath over poorly written content riddled with grammar mistakes. So just imagine my reaction to an email with 56 grammar changes in it.
So here’s what I didn’t do. I didn’t declare a style. What I mean is AP Style, Oxford Style or Chicago Style (which based on my experience with their post office, I’d just skip this one). When I sat down to examine why I could clearly see why it never occurred to me to do this. It’s because I only hire people with a journalism background, so we all are AP Style so by default, it just happened. And this is how we ended up with a slew of comma corrections.
Picking a style is important because it allows all the copy to be uniform. This is why style guides were developed in the first place. It transcends the use of citations and footnotes and normalizes spelling,
If you’re reading because you’re a content marketer, for Google’s benefit, I would recommend use AP Style. Maybe it’s because I’m partial to it. But I say this more because Google is used to seeing this because of its broad exposure to news. AP Style is what most mainstream publications use. I always like to operate in a space that Google understands. Being clear, concise and grammatically correct is imperative.
The question more you should ask yourself, who is your audience?
Here are the choices in style you can choose from:
#1 MLA Style (The MLA Style Manual) is used collegiately. If you are writing English or Humanities papers, this is the guide for you. I will say as a journalism major it was difficult in creative writing. I often go a lower grade because AP Style comes as natural to me as breathing. For the rest of academia, MLA is the way to go.
My comma issue was born out of this, the Oxford Comma. In MLA, the Oxford comma comes between a member of a series.
Oxford commas look like this: Google, Bing, and Yahoo.
#2 AP Style (The Associated Press Style Guide) – Journalism professionals, copy editors, and broadcast journalists use this as the absolute bible for style.
#3 Chicago Manual of Style – A variant on the MLA Style Guide. If you’re into History or Religion, this might be the style guide to use. Although this uses the Oxford comma, it is closer to the AP Style guide than not. And again I say stick with the AP and don’t get too crazy.
#4 APA Style (American Psychological Associates) – Leave to the shrinks to have their own style guide. It’s more about the use of citations, but this is more for the AMA than Google.
#5 Bluebook – This style guide provides the mechanics of legal citations and is often used by judged and lawyers. Not something for a content marketer, even if your client is a lawyer.
The important take away for Web Designers and Content Marketers is to pick a style, learn that style and unilaterally use that style. The site looks more professional and uniform, and Google is impressed with your lack of grammar mistakes. If your unsure and don’t have a copy editor, remember Grammarly offers a host of options.
So I started out today like any other normal day. 
Got up, looked over our sites. I talked to a few customers. Had a meeting over our new logo and then logged into webmaster tools. Eh or should I say Search Console. I went to one of my favorite places to identify issues with a website, Content Keyword. And the one for this site let me know that everything we well with the site. Google understands what my site is about, thankfully.
But what do you do when it’s not as clear-cut as this one. And how do you diagnose and fixed those issues? I found one of our sites though that didn’t look as nice and neat as this one does which prompted me to lift the hood and start seeking what possible causes are.
Google amasses this information based on what you tell it about your site is about. Create 1000, pages that say Sorry No Blah Blah x 3, the word Sorry ends up being on your list of Keywords and what Google thinks your website is about.
So how do you find the causes of some of this? We started to click through the front side of the website to try and find where the issues are hiding. But it’s amazing to me what happens when you strip all the paint off a website and see what it looks like Naked. So the next thing we did was to open firefox to see what our website looked like.
Firefox provides a great tool, as simple and retro as it may be to look at a site and see what it looks like in its rawest form. Simply download Firefox. And then go to the view menu and pick page style and turn off all the style on the website. This gives you a very different viewpoint as to what the website will look like. Now for my discussion I’m going to use Cigars International as my test site, mostly because it does so much correctly and having the style sheets off on the site only reinforces that.
So here is their site with the markup turned on, and the markup turned off.
Yes the writing is tiny, and if you want to expand this, please do this yourself, but here is the take way. They constructed the navigation of the website to reinforce that they sell cigars and that they are the expert in cigars. They put the word Cigar at the end of every brand they sell. They set up their tabs up so they could make huge submenus and that there could be huge reinforced navigation. And set this up in a non-spammy way.
Now how I know they did this correctly is because of the terms they rank on. They rank #1 on Cigars, and all of their internal links keep Googles attention on that. When they decide to deviate from that topic they do so by maintaining a clear, consistent navigation that keeps reinforcing the term cigars regardless of where the end user clicks. Because CI has done an excellent job in creating their site, and reinforcing what they do they can add other things and make it work for them. The navigation is intuitive and reinforces the overall objective.
I am a firm believer of picking the biggest guy in the pile and then working to beat them. So yes just like it’s my life goal to beat Godaddy at web hosting some day, for me beating CI is just as much on my radar. Yes, the site is large and yes it does have links, and that’s another one of its strengths, but that doesn’t mean I don’t try to beat them. And for all website owners, one of the quickest fixes you can do is reevaluate your navigation. Bad or screwy navigation, can negatively impact a site.
I think of Firefox as a flashlight. Mistakes happen gradually over time. And it becomes a slow drip of things, and it’s not readily apparent. I think over time, website owner fiddle with things and inadvertently cause themselves grief and by simply turning off the stylesheet, it can quickly shine a light on a few issues that might not have been picked up otherwise.
Things too look for when a style sheet is off are:
- The size of the graphics your site is loading
- The order in which your feeding google information
- Any strange word sets that you wouldn’t notice normally
- Make sure you understand what webmaster tools and the Content Keyword is telling you and make fixes based on fact.
The way and the amount of anchor text. Does it reinforce what you do?
I keep being told that SEO is voodoo or magic, and really all it is is common sense. Some day in the not too distant future I”m going to write out some of that common sense. But for now, if you sell cigars, please make sure you title your cigars, with the word Cigar in your title, not just Nat Sherman Host and not just random words. You will havea great content keyword list and Google will completely understand your website.
